"YOU ARE THE KINDER SURPRISE!" – FERRERO BRINGS KINDER SURPRISE DESIGN STUDIO TO MILAN DESIGN WEEK 2025
From April 10 to 12, in the heart of Milan’s design district, Kinder® opens the doors to a one-of-a-kind interactive space where fans of all ages will get a closer look at how Kinder® surprises are dreamed up, designed, and engineered — and then, quite literally, step into the process themselves.
Become the Surprise!
At Milan Design Week, you are the Kinder Surprise!
Thanks to innovative digital tech, each visitor will get a personalized Kinder-style avatar, sent straight to their smartphone.
And for 50 lucky guests?
Their mini-me will be transformed into a real-life 3D collectible, with its own display case.
The KINDER SURPRISE Design Studio is more than an exhibit. It’s an immersive experience through 3D modeling, engineering, creative thinking and rigorous safety testing.
Visitors can get hands-on with this universe, discovering how a team of designers, engineers, and toy experts across Ferrero’s global innovation centers (from Alba to Chicago to Singapore) craft over 300 new surprises every year, running over 75 tests on each toy. It’s a story that spans five decades and has delighted millions of parents and children – and collectors – worldwide.
Throughout its 50 years – celebrated in 2025, Kinder Surprise has embraced change without ever losing its core promise: to create joyful moments of play and discovery for families.
From the hand-painted classics of the ’90s, to today’s tech-integrated toys and the AR-powered app APPLAYDU, the brand continues to blend playing experience with next-gen creativity.
Surprising numbers
With a presence in 80 countries, over 4.5 million families in Italy alone buying Kinder Surprise annually, and a passionate community of more than one million collectors around the world.
Discover the creative process behind the surprise and walk away as part of it.
A design that creates emotions, memories, and moments to take with you.
